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Neuromarketing, citizens under the influence?

details

Production
2009, France
Original language
English
Running time
00:53:00
Genre
documentary
Topic
technology, technology, future
Directed by
Laurence Serfaty
Written by
Laurence Serfaty, Delphine Vailly
Produced by
Altomedia
Member page
Altomedia

As marketers' favorite target, our brain seems threatened with an always more effective decoding. Because the market studies do not guarantee the success of a product, marketers now turn to neurosciences. They confess that the objective is to decode the subconscious part of our brain to know our desires better.

By using techniques as the magnetic resonance imaging, they try to identify advertisements and products which seduce and displease us. Is neuromarketing a real threat of manipulation or a slightly hazy selling point of marketing? Even if the debate is not settled, neuromarketing needs to remain under surveillance. Because, if badly used, some of the neurosciences applications could deal a new blow to personal freedoms. From France to the USA, via Italy and the United Kingdom, the film examines this new avatar of consumer society.

Pariscience

Selected at Pariscience 2010
See the showing : Saturday 09th October 2010 from 10h15 to 11h45